Pre-established ideas about countries can interfere in consumers’ attitudes concerning products from these nations, phenomenon known as the country origin effect. Even though Brazil has become the main beef exporter of the world, its leadership has been criticized, for some people believe that the Brazilian livestock is responsible for Amazon deforestation, slave work and low concern for animal health. This book aimed to analyse the country-of-origin effect for the Brazilian beef in Europe, including a quantitative and a qualitative part. Besides the bibliography research, interviews were made with representatives of Brazilian beef exporters and European importer. The quantitative step involved a survey administrated with students and professionals from Europeans universities in France, England, Ireland, and Germany. This book concluded that beliefs about Brazil can be different according to the perceived similarity between the respondent’s country and Brazil, and to demographic factors, such as place of residence, gender and age. It was also concluded that aspects related to the communication, distribution and differentiation of Brazilian products received the worst evaluation.